Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 19 , 13 September 2023
Open
Access | Article
Research on the HEYTEA's Marketing Strategy
* Author to whom correspondence should be addressed.
Abstract
HEYTEA, the leader of tea in China, used social currency to make successful marketing decisions again and again and broaden its market, which created one new product after another and ushered in the peak of sales. In order to clarify how they used social currency to achieve such success, this article did a lot of research on the brand's growth and found some data on their official social media account. This article tries to understand how HEYTEA has become so successful by using social currencies. All the information studied in this article comes from HEYTEA's official website and its official account. This article concludes that HEYTEA uses emphasis on creativity, launching new products, and brand linkage to spread their products like viruses.
Keywords
HEYTEA innovation, cross-border linkage, corporate image
References
1. Markus Zinnbauer; Tobias Honer (2011). How Brands Can Create Social Currency – A Framework for Managing Brands in a Network Era.
2. Muhammet Kesgin & Rajendran S. Murthy (2018): Consumer engagement: the role of social currency in online reviews, The Service Industries Journal,
3. Liu, Wei & Warmth. (2022). From "happy water" to "social currency"-A sociological analysis of the new tea consumption of Generation Z. China Youth Studies (06), 92-100. doi:10.19633/j.cnki.11-2579/d.2022.0083.
4. Sabrina Trudeau H. Saeed Shobeiri , (2016),"Does social currency matter in creation of enhanced brand experience?",Journal of Product & Brand Management, V
5. Paul van Kuilenburg, Menno D.T. de Jong & Thomas J.L. van Rompay (2011) ‘That was funny, but what was the brand again?’, International Journal of Advertising, 30:5, 795-814
6. Lobschat, Lara; Zinnbauer, Markus A.; Pallas, Florian; Joachimsthaler, Erich (2013). Why Social Currency Becomes a Key Driver of a Firm's Brand Equity – Insights from the Automotive Industry. Long Range Planning.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-81-2
- ISBN (Online)
- 978-1-915371-82-9
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/19/20230111
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited